Jaguar, part of Jaguar Land Rover (JLR), plans to rebrand as a luxury electric vehicle manufacturer, abandoning its well-known logo for a new design.

Jaguar first declared the shift to all-electric vehicles in 2021, which aims to attract young, affluent, and sustainability-conscious consumers.

The rebranding includes a new logo with a sans-serif wordmark, using lowercase characters except for an uppercase “G.”

Elements like the classic “leaper” logo are retained, set against stripes. The color scheme mainly uses gold, with yellow, red, and blue accents.